Flipkart gets an offline retail push from employee feedback

A nudge from employees has opened up a fresh avenue of growth for e-commerce company Flipkart in the offline retail space, besides boosting internal pride in the brand.

A few months ago, Flipkart opened its first brick-and-mortar store called ‘Fliptomania’ in Bangalore after several employees called for company-branded products on ‘sticker’, or employee feedback walls.

Flipkart received repeated requests for company-branded T-shirts, coffee mugs and stationery. The Bangalore store is open to both employees and outside customers, and has witnessed heavy footfalls. Encouraged by this, the company is planning more such stores at its offices in Delhi, Mumbai and Kolkata, besides unveiling its branded products on its website for its employees.

“Deliberately, these products come with a very nominal price tag just enough to cover the cost price,” says Arathi Vedantham, director of internal communications, Flipkart. Vedantham, however, did not disclose the revenues or footfalls from the store. “These products instill a sense of pride and belonging among employees. Quirky things like even laptop stickers are a huge hit,” she said. Some of the employee messages read, “Can we have more of Flipkart branded T-shirts. I want to gift these,” added a company spokesperson. Outside customers contribute just 10% to the total store footfall.

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